ETA launches 2025 Festive Season Campaign
By Siphesihle Dlamini and Taonga Nkhata
The Eswatini Tourism Authority (ETA) officially launched its highly anticipated 2025 Festive Season Campaign under the captivating theme “Choose Eswatini” during a ceremony held on Wednesday at Brookside Lodge.
The event marked a moment of pride, reflection, and renewed optimism for Eswatini’s tourism sector as it prepares to welcome both local and regional travellers to rediscover the Kingdom’s natural beauty, cultural warmth, and festive spirit.
Delivering the keynote address, ETA Chief Executive Officer (CEO) Vusie Dlamini described the campaign as a celebration of national pride and a call to action for every liSwati and visitor to see the Kingdom not only as a home but as a destination.
“It is my great honour, on behalf of the Eswatini Tourism Authority, to welcome you to the official launch of our 2025 Festive Season Campaign, Choose Eswatini,” he said warmly.
“This campaign is more than a marketing initiative; it is a heartfelt invitation to rediscover Eswatini. It encourages every citizen and visitor to embrace the spirit of travel, connection, and celebration within our borders.
The message is simple and powerful, Choose Eswatini.”
He emphasised that the campaign was deliberately crafted to stir both emotional and economic engagement among emaSwati, urging them to take advantage of the upcoming festive season to explore local destinations.
He further explained that the Choose Eswatini campaign doubles as both a slogan and a hashtag, designed to foster participation and visibility across digital platforms.
“This call-to-action doubles as our official campaign name and festive season hashtag,” Dlamini elaborated. “It urges both domestic and regional travellers to consider Eswatini as their destination of choice this festive season.
To strengthen our domestic tourism focus, we have also adopted the hashtag #PholaEswatini, reminding EmaSwati to relax, unwind, and enjoy memorable experiences close to home.”
In his remarks, Dlamini highlighted that this year’s festive campaign was anchored on strong partnerships and creative collaborations, a deliberate strategy to ensure inclusivity and sustained visibility across various communication platforms.
He revealed that the ETA continues to work closely with local influencers and digital content creators, who have become essential partners in promoting the country’s travel offerings to new and younger audiences.
“We are proud to continue working with some of Eswatini’s most engaging content creators and influencers,” Dlamini said. “With their creativity and authenticity, these influencers will help us tell Eswatini’s story in a relatable and inspiring way.
” The CEO reiterated ETA’s commitment to positioning Eswatini as a top-tier domestic and regional travel destination. He described tourism as a critical component of national economic growth and social cohesion, noting that the festive season represents both a cultural and economic opportunity to strengthen local business ecosystems.
Dlamini expressed confidence that this year’s campaign would not only increase visitor numbers but also rekindle national appreciation for Eswatini’s diverse attractions, from the scenic northern highlands and wildlife reserves to the vibrant cultural festivals and eco-tourism sites. “When we ask people to Choose Eswatini, we are not merely promoting destinations,” Dlamini said.
“We are inviting everyone to choose experiences, connections, and memories that stay with you long after the journey ends. Whether you’re exploring our mountains, dining at local lodges, or attending community events, Eswatini has something unique for every traveller.”